Research On Network Drama Marketing Strategy Under New Thinking Logic

From 2014,the first year of the first year of burst to the year 2017,the network dramas are mushrooming and growing rapidly,and it has become a key bargaining chip in the next round of the audiovisual industry.From the initial "keep in purdah did not know" to now "blossom everyw here",the network drama has kept pace with the vigorous development of the Internet and has become a new strength that cannot be ignored after film and television.However,the internet drama,as a new thing that has grown up under the background of the Internet and mobile Internet,is still under exploration.In particular,with the advent of the age of the intelligent media and the post-industrial era,the market structure has undergone rapid changes.From marketing thoughts to marketing methods,have yet to be researched,practiced and transformed.Based on the product attributes of the network drama,this article firstly uses the 4C theory of marketing to sort out the current situation of online dra ma marketing.Secondly,literature research method and case study method are used to sum up and summarize the transformation of the marketing environment in the network drama industry from three aspects: consumerism,cultural factors,and technology ecology.And based on these elements of innovation,I will elaborate and analyze the new thoughts of online drama marketing,in order to provide a theoretical support and direction for the exploration and construction of a new marketing model;Finally,according to the basic problems in the current network drama marketing,the author puts forward the marketing strategy choices of the network drama under the new thinking paradigm,including four paths,that is,exclusive personal customization,subcultured communi ty,intelligent scene service linkage and derivative industry to enhance user entertainment experience.Through the systematic review of online marketing model and the deep analysis of environmental change in the Internet era,the author believes that in t he future,online games are no longer just mechanical repetitions or over-investment of capital,but more emphasis on relationship,creativity and emotion,Constantly enrich connotation and create value.